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Do brands need a 'purpose'?

According to research, consumers globally are increasingly buying into brands that stand for a 'purpose'; those that support a good cause, help address a societal issue or adopt new ways of doing ethical business.

We want to hear your opinion: do brands need to stand for something above and beyond the product or service they deliver? Can perceived 'purpose' help grow the brand?

The results will be unveiled at the Global Marketer Conference on March 6th and communicated in our March edition of WFA news.

We would really appreciate just 8 minutes of your time (11 questions) to get your personal view on this. Your link to the survey is here and your responses will remain entirely confidential.